The aim of the campaign was to present a typeface utilised for wayfinding and travel information in a different light. The solution was to invite some of the country's best design agencies to re-appropriate the typeface through poster design, an exhibition and advertising campaign featuring a twitter machine, a new version of the typeface for the digital age, pop up shops and a collaboration with Nike to rejuvenate the font and unify the brand identity of the campaign. The success of the campaign was marked by global media coverage demonstrating new awareness of TfL’s brand and design history.
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